14 Visual Techniques

Design Example #1:
Finding Nemo logo

Visual Techniques:

Balance <-> Instability

Activeness <-> Stasis

Consistency <-> Variation

Singularity <-> Juxtaposition

Design Example #2:
A Bug's Life logo

Visual Techniques:

Balance <-> Instability

Depth <-> Flatness

Consistency <-> Variation

Singularity <-> Juxtaposition

These two design works (Pixar movie logos) have similar and different result(s) between their combinations of techniques. Both designs present balance vs. instability: They achieve balance in the way that there is a center of suspension midway between two weights-as in the two sides of each design. However, each design must use uneven shapes of instability to express the unique themes of the movies. Both logos show consistency vs. variation in the way that each composition is dominated by one thematic approach but offers diversity and assortment at the same time. Whether solely bug or aquatic-themed, each design uses a number of typefaces to express its theme. Both designs present Singularity vs. Juxtaposition: They each express singularity by focusing on one separate and solitary theme (aquatics or bugs). However, within each design, juxtaposition is shown as letters conformed with animals and ordinary letters are positioned side by side, influencing the viewer to compare the relationships of the cues. Furthermore, the "Finding Nemo" logo expresses activeness vs. stasis, while the "Bug's Life" logo expresses depth vs. flatness. The "Finding Nemo" logo presents activeness with an abstract wave, and the design simultaneously presents stasis with upright letters. Thus there is an illusion that the wave is moving in curved motions along the letters. The "Bug's Life" logo presents depth with a three-dimensional leaf with various tones to define its shape, and the design simultaneously presents flatness with two-dimensional letters.

13 CONTRAST

This advertisement clearly demonstrates an effective use of contrast contributing to a successful design. Through a strategy of surrealistm, the head of a lion and the body of man have been placed into juxtaposition. A lion's head has been placed on a man's body. This escapes the confines of conventional thinking. In the real world, a lion's head is attached to a lion's body, and a man's head is attached to a man's body. This advertisement emphasizes the critical and imaginative powers of the subconscious. This image influences the viewer to think new, unpredictable thoughts- that a lion's head can really be attached to a man's body. It achieves the designer's creativity and expression beyond conventional modes. Our knowledge of human and animal bodies has been challenged.


This logo for Mears Ghyll Bridal Rooms clearly demonstrates a poor use of contrast contributing to a failed design. The use of contrast in tone is ambiguous. The letters are barely visible or readable. The viewer needs to squint and look very closely in order to see the words. The grey tone of the background is too close to the white of the letters. Hence the message of the logo is not understandable. Also, because the phrase "Bridal Rooms" is a very small scale, these two words are especially unseeable. It has a neither-here-nor-there-ness. All of the words in the logo are close to disappearing.